여행사 웹사이트의 브랜드 신뢰가 고객 충성도에 미치는 영향: 오프라인 기업 브랜드 신뢰의 조절 효과를 중심으로 = The Impact of Online Brand Trust on Customer Loyalty in the Online Travel Context : The Mediating Effect of Offline Brand Trust

다국어 초록 (Multilingual Abstract)

Because the number of travelers using web-sites related to travel has been increased in the internet age, many new online travel companies have entered into the market and the existing online travel companies use positively the online channel, which means that the existing companies have been changed to brick and click retailers. Because over half of internet users go shopping on the internet, people are now in the time when the online commercial transaction is generalized. However, the trust level in online companies is still lower than that in offline companies, which is an important obstacle for online companies to overcome. This study analyzed the effect of e-service quality and the online brand image on the trust level in travel web-sites and the mediating effect of the trust level of offline brand through the relationship between the trust level of online brand and customer loyalty. In this study, confirmatory factor analysis, correlation analysis, and reliability analysis were conducted and regression analysis was also employed for hypothesis testing. As the results of this study, the effect of online brand image on the trust level in online brand was much larger than e-service quality. It means that customers more depend on brand images or popularity rather than the e-service quality that they experienced. Also, in the case of the offline brand's confidence group, the effect of online brand trust on the loyalty was about the half compared to the non-confidence group. Therefore, it is an important factor for online travel companies that do not have any offline parent company to be trusted on online brand by customers compared to the case of brick and click retailers.

국문 초록 (Abstract)

인터넷 시대의 도래로 여행 관련 웹사이트를 이용하는 여행자의 수가 급격하게 증가하였으며, 이에 따라 신규 온라인 여행업체가 대거 시장에 진입하고 기존의 오프라인 여행사도 온라인 채널을 적극적으로 도입하여 복합기업의 형태로 변화하고 있다. 인터넷 이용자의 절반 이상이 인터넷에서 쇼핑을 하는 등 온라인 상거래는 보편화 되었다고 할 수 있다. 그러나 여전히 온라인 기업에 대한 신뢰 수준은 오프라인 기업 대비 낮으며, 이는 온라인 기업이 풀어야할 큰 과제로 남아있다. 본 연구는 e-서비스품질과 온라인 브랜드 이미지가 여행사 웹사이트에 대한 브랜드 신뢰에 미치는 영향 관계를 분석하는 한편, 온라인 브랜드 신뢰와 여행사 웹사이트에 대한 고객 충성도의 관계에서 오프라인 브랜드 신뢰가 어떤 영향을 미치는지를 분석하였다. 확인요인분석, 상관관계분석, 신뢰성분석 등 예비분석을 통해 각 측정 차원을 확인하고, 가설검증을 위해 회귀분석을 실시하였다. 분석 결과 e-서비스품질 보다 온라인 이미지가 온라인 브랜드 신뢰에 상대적으로 큰 영향을 미치며, 오프라인 브랜드 신뢰 집단의 경우 온라인 브랜드 신뢰가 충성도에 미치는 영향이 비신뢰 집단보다 절반 수준으로 낮은 것으로 나타났다. 이는 고객들이 실질적으로 경험한 서비스품질 보다는 인지된 이미지나 주위의 평판에 더 민감하게 반응한다는 것을 의미한다. 또한, 오프라인에서 모기업을 보유하고 있지 않은 순수 온라인 여행업체의 경우 복합기업 대비 온라인 브랜드에 대한 고객 신뢰 확보가 무엇보다도 중요한 요인임을 알 수 있다.

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